Telemetry was an independent online advertising security and optimization firm, with offices in London and New York City.

[2] Telemetry is a private company, working independently with online digital video advertisers and agencies to provide impartial, detailed analytics and auditing in real time.

[10][12] Telemetry has advised that in programmatic buying (when ads are bought and sold on a per-impression basis), the ways impressions are counted to set the price can be misleading.

[14] Telemetry has occasionally faced criticism for bypassing media agencies selling digital ad space and working with advertisers directly.

[1] According to 2014 estimates by the Interactive Advertising Bureau, approximately 36% of all reported Web traffic is considered fake, with the corresponding amount of fake ad views due to hijacked computers programmed to visit sites, cheating advertisers who pay based on the number of times their ad is loaded in response to a visit.

[19] Telemetry has publicly called out such companies by name, for unethically monetizing digital ads without the site owner's permission and manipulating impressions, while often generating a negative user experience.